How does the paradox of choice affect cosmetics shopping?

As a beauty and cosmetics store owner, I've noticed something fascinating and frustrating: my customers seem overwhelmed, not excited, when they browse our extensive product catalog. We've invested heavily in curating an incredible range of skincare and makeup products—everything from Korean beauty innovations to organic, vegan lines—but conversion rates are surprisingly low. Visitors spend ages scrolling, comparing, and then... they leave without purchasing. It feels like having a massive, beautifully stocked store where customers walk in, get dizzy from the options, and walk right back out. The psychology behind this is mind-blowing. We're not talking about a lack of quality or attractive pricing; we're dealing with choice paralysis. Each additional foundation, serum, or moisturizer I add, thinking it'll attract more customers, seems to have the opposite effect. Customers become more uncertain, more hesitant. They're afraid of making the 'wrong' choice in a market flooded with options, reviews, and conflicting advice. This isn't just about product selection anymore—it's about understanding the mental load we're placing on our customers and finding ways to simplify their decision-making process.